Tutorial: make every post look like your brand

People scroll fast. A brand is what makes them recognise your post before they read your name. You don't need a designer for that — you need a few decisions, written down once and used every time. This tutorial walks through them.

1. Choose your colours

Pick two or three main colours and one neutral. Take them from your logo, shop or packaging so everything feels connected. Write down the exact colour codes (for example #1E88E5) so every post uses the same shades.

• Use one colour as a background for text cards and offers.
• Use another for headlines and details.
• Let the neutral give the posts air.

2. Choose your fonts and how text looks

One headline font and one body font is enough. Describe the style in words too — “bold rounded sans-serif, all lowercase” or “elegant serif, lots of space” — because that's how you brief a designer or an AI. Then decide how often you want text on images: never, sometimes (offers and quotes) or often.

3. Decide your photo style

This is what makes a feed look like one brand. Describe it in a sentence or two and stick to it: light or dark? Natural daylight or studio? Close-ups or wide shots? People or products? Warm or cool tones? For example: “Bright, natural daylight, close-ups of food on light wood, warm tones, hands but no faces.”

Collect five to ten example photos that capture it — your own best photos, or inspiration. They're the most useful brief you can give anyone, human or AI.

4. Mix the formats

A feed of only photos, or only text cards, gets monotonous. Mix a few formats in your colours:

• Photo — the core of most feeds.
• Photo with a headline — for launches and news.
• Text card — a tip or announcement on a brand-colour background.
• Offer — price or discount, big and clear.
• Quote — a customer review or a line you stand for.

5. Get the sizes right

Platforms change their recommendations from time to time, so check the current guidelines now and then. Keep important content away from the edges so nothing gets cropped.

6. Add your logo — lightly

Use the real logo file (a PNG with a transparent background), always in the same corner and size. On offers and designed posts it adds recognition; on natural photos it's optional.

7. Write in your own voice

Your captions are part of the brand too. Decide, and write down:

• Tone: warm and chatty, or calm and professional?
• Length: one punchy line, or a short story?
• Emojis: none, a few, or plenty?
• Hashtags: which ones you always use, and how many.
• Three example captions you love — they explain your voice better than any rule.

Put it in one place

Collect all of this in a one-page graphic profile — colours, fonts, photo style, formats, logo, voice — and use it for every post. In AI Annie, that's the Memory page: she learns your colours and tone from your website or Instagram, you add your logo and example photos, and every post she makes follows it. When something's off, tell her in the chat — “brighter”, “our font”, “only the product” — and she redoes it.

See the one-page infographic for a quick summary.